Creating a global search presence and achieving international SEO success might seem like fighting an uphill battle but it could be easier than it seems.
Around the globe, in the realms of several search engines, there are billions of internet users all across 201 potential markets. Businesses with worldwide aspirations will have an abundance of options for growth, but madly hammering duplicate pages across tons of websites and changing the page titles is obviously not going to work. So what are the factors for achieving international SEO success?
1) Cross country research tactics
Use every single SEO tool at your disposal in order to build up an image of how a site is performing across regions, this includes any ranking software used, the geo targeting division of your analytics and link location/IP tracking.
In the first case it gives an instant insight to how a site performs multi-nationally, beyond this it will permit for the creation of keyword targeting and user profiling. Each of these are essential in their own right.
In the end you will want an understanding of how the site performs in each target location separately, with a view to pinpointing common trends in each location for progress.
Build a strategy out from here covering each element or measurement you are after, start with the basics such as location, average monthly traffic, geo-targeted links and leads.
You can expand this so it includes lead types, interaction on site, landing/exit pages, abandonment and even PPC campaign success. View each location individually at first and then pair up info across regions and countries in order to identify the strengths and weaknesses in specific areas. This will help you become achieve SEO success.
2) Seasonality and cultural differences
Becoming an international SEO success takes an element of planning along with seasonal trends and global SEO is no different.
Think about the diverse breaks in search volumes in each market, top search engines used, user journeys and search trends.
Dissimilar markets will mean that users have different routes to eventual conversion. A fantastic starting place for managing this is to use Google’s Journey to Conversion tool per region. This will give instant insight to average search to sale trends and assist in attributing the budget across target markets.
3) Go multilingual
If you are targeting multiple languages, then make sure that your website runs in this way and add hreflangtags to every page in order to ensure the correct website is showing in the correct location.
This is the best and most immediate signal to send to search crawlers in order to let them know the site offers a selection options.
In the above mentioned research you will also find a bunch of key phrases and search trends per country, so it is possible to adapt and update page info based on the user intent and the types of searches that likely to draw leads in each market.
Having a multilingual site also works in content. Build up internal linking and the strength of the website in blog or content sections of your site. It takes time to build authority, but stick with it.
4) Domain extensions
Further than the hreflang tagging, it is imperative to also make use of domain extension. Simply by owning a redirecting to the applicable hreflang extension allows for you to have control over the brand presence around the world – which is vital if you are trying to become an international SEO success.
5) Link building
Link building, link auditing and content marketing should take place in each of the target locations.
The main strategy here, like any other link building campaign, is to split target linking websites into various target campaigns.
Every country should have a pool of websites that are worth targeting in order to increase the content that engages users to perform an action on a page: those that offer resources, those that provide a platform for a brand to be heard and also those that are simple listings.
Separating five target locations, into 4 broad boxes, provides you with 20 options for global link targeting and makes the whole process much more manageable from an exterior source.
Achieving international SEO success is going to take time and effort, the wide-ranging nature of markets and user trends is a complex variable to manage. Easy steps and an outward facing strategy makes the whole approach simpler and far more manageable.